Commerce and nostalgia drive classics' comeback

Cinema theatres are experiencing a wave of nostalgia with re-releases of iconic films.

- Chaitanya K Prasad

These re-releases, coupled with remakes and digital restorations, are bridging generational gaps, reviving cinematic heritage, and exploring innovative revenue streams.

The year 2025 is shaping up as a powerful testament to the timeless appeal of India's greatest cinematic works. For younger audiences, films such as Deewar, Shakti, Hum Dono, and Kal were largely confined to family anecdotes, scattered YouTube clips, and sporadic TV reruns. However, theatres are now offering the opportunity to watch them in their full glory.

Platforms like Instagram, YouTube, and X (formerly Twitter) have become integral to cinema's resurgence. Film scenes, character dialogues, and iconic moments often go viral, fuelling renewed interest in older movies. A meme based on Mughal-e-Azam or a breakdown of Sholay's famous scenes can generate a buzz and get fans to crowd the theatres.

Film influencers and fan communities further amplify this nostalgia economy by sharing personal experiences, reviews, and deep dives into these classics. Social media marketing strategies now leverage this organic interest, blending nostalgia with modern storytelling techniques.